Clear Channel Outdoor Adds LiveRamp, TransUnion Ties to Radar Platform
2026-09-28 · via Digital Signage Today
Clear Channel Outdoor has added new integrations to its Radar data platform, letting advertisers fold out-of-home audience and exposure data into the same measurement systems they already use for other channels, according to a company press release.
The expansion centers on a partnership with LiveRamp's Cross-Media Intelligence, which Clear Channel says makes it the first OOH media company integrated into that solution. Clear Channel has also connected Radar to TransUnion's Marketing Mix Modeling and Multi-Touch Attribution tools.
For operators and networks selling OOH and digital signage advertising, the significance is less about the technology itself and more about where OOH sits in a media buyer's spreadsheet. Marketing Mix Modeling and Multi-Touch Attribution are standard tools agencies use to judge how channels like CTV, social, search, digital video and audio contribute to a campaign. Historically, OOH has often been evaluated separately, using its own metrics and its own logic, which makes it harder to compare against channels that report in the same measurement language. Clear Channel's pitch is that these integrations remove that separation.
Dan Levi, EVP and chief marketing officer at Clear Channel Outdoor, said in the release that OOH has always been a powerful medium but marketers need to see its contribution within the same frameworks they use across the rest of their media plans. He said the LiveRamp and TransUnion integrations are meant to make it easier for brands and agencies to understand OOH's role in campaign performance and decide where to put their next media dollar.
What is not addressed
The release does not say how much of Clear Channel's inventory, including its digital and DOOH screens, is covered by these new data feeds, or whether the integrations apply to specific markets, formats or advertiser tiers. It also does not disclose pricing, timelines for rollout, or whether other OOH media owners could pursue similar deals with LiveRamp or TransUnion, though Clear Channel's claim to be first into LiveRamp's Cross-Media Intelligence suggests exclusivity, at least for now.
For digital signage network operators watching the ad-supported side of the business, the move is a reminder that measurement compatibility, not just screen count or location data, is becoming a competitive line item. As programmatic and cross-channel buying grows, OOH and digital signage networks that cannot plug into a buyer's existing attribution stack risk being harder to justify against channels that can. Clear Channel's expansion of Radar is aimed squarely at removing that friction for its own inventory.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
Clear Channel Outdoor has expanded its Radar data platform, allowing advertisers to integrate out-of-home audience and exposure data with measurement tools used across other advertising channels. The integrations bring OOH into the measurement systems marketers already use to make media investment decisions, according to a press release.
The expansion includes a partnership with LiveRamp's Cross-Media Intelligence, making Clear Channel the first OOH media company integrated into the solution. Clear Channel also has integrations with TransUnion's Marketing Mix Modeling and Multi-Touch Attribution solutions.
The enhancements enable OOH exposure to flow into the same measurement frameworks used to evaluate CTV, social, search, digital video and audio and gives marketers greater visibility into OOH's contribution to campaign performance and media investment decisions. "OOH has always been a powerful medium, but marketers need to be able to see its contribution within the same measurement frameworks they use across the rest of their media plans," Dan Levi, EVP and chief marketing officer at Clear Channel Outdoor, said in the release. "By expanding Radar through integrations with LiveRamp and TransUnion, we're making it easier for brands and agencies to understand how OOH contributes to campaign performance and make more informed decisions about where to invest their next media dollar."
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